G-Shock has finally opened its flagship store in the United States within New York City’s prime shopping district of SOHO, on West Broadway. The G-Shock store pays tribute to its innovative design and reputable heritage by displaying a timeline of the timepieces released over the brand’s 30-year history, offering limited edition collaborative product available only at the shop as well as current inline models.

The first floor is devoted to the retail space, featuring industrial design elements such as reclaimed barn wood floors, and other industrial–grade materials to act as one of-a-kind shop fixtures. The second floor is used to showcase the current collaborations, all while being utilized as a rotating gallery and event space. Throughout, walls are adorned with art by world-renowned graphic artist and G-Shock Brand Ambassador, Eric Haze.